"Be Stupid" - Exploration of Visual Communication in Advertising

Abstract

The main goal of the project is to explore how advertisements function persuasively and what means of persuasion are used to attract target audience‘s attention and motivate purchase. An in depth analysis of the three subjectively chosen images of Be Stupid advertising campaign for Diesel is conducted. I concentrate on visual-verbal communication and explore what intended meanings are created by the visual-verbal continuum and how receivers interpret them. The qualitative research is performed in order to obtain data for comparison, that is for confirmation or denial of the findings of the analysis.